Whatagraph vs Metricool
Whatagraph
- Platform: Multi-channel marketing data (50+ integrations)
- Best For: Automated reporting and AI insights
- Strength: Centralized data visualization and client-ready reports
- Users: Not specified
Starting at 199€/month
Metricool
- Platform: Social media platforms (Instagram, Facebook, etc.)
- Best For: Social planning and publishing
- Strength: Visual scheduling and unified inbox
- Users: 5 brands
Starting at €14/month
Table of Contents
At a Glance
Reporting & Analytics
| Feature | Whatagraph | Metricool |
|---|---|---|
| AI-powered report generation | ✓ Whatagraph IQ for instant reports, summaries, and chat-based insights | ✗ Standard analytics with PDF/PPT exports, no AI generation |
| Cross-channel data aggregation | ✓ Source groups and blends for multi-channel, cross-brand data | ✓ Social-specific analytics across networks, competitor tracking |
| Custom metrics and transformations | ✓ Pre-made and custom data transformations, metrics, dimensions | ✗ Basic social metrics, no advanced transformations |
| Automated report delivery | ✓ Email delivery with PDF attachments, white-label options | ✓ PDF, PPT, CSV exports with customizable templates |
| Performance dashboards | ✓ Overview dashboards with goals and alerts | ✓ Real-time social analytics and historical data |
Social Media Management
| Feature | Whatagraph | Metricool |
|---|---|---|
| Content scheduling | ✗ No scheduling features | ✓ Visual planner with drag-and-drop, unlimited posts on paid plans |
| Unified inbox | ✗ Not supported | ✓ Centralized comments and messages across networks |
| Link-in-bio tool | ✗ Not supported | ✓ SmartLinks with multiple links and analytics |
| Competitor analysis | ✗ Not supported | ✓ Up to 100 profiles per brand on paid plans |
| Hashtag and Reels analytics | ✗ Not supported | ✓ Specific analytics for stories, Reels, hashtags |
AI Features
| Feature | Whatagraph | Metricool |
|---|---|---|
| AI insights and Q&A | ✓ Whatagraph IQ for summaries, chat-based insights, custom prompts on higher tiers | ✓ AI Social Media Assistant for content creation with credits |
| AI content generation | ✗ Focused on data insights, not content creation | ✓ AI assistant for post ideas and generation |
| Best-time suggestions | ✗ Not supported | ✓ Automated best-time scheduling |
Integrations & Data Sources
| Feature | Whatagraph | Metricool |
|---|---|---|
| Marketing platform integrations | ✓ 50+ platforms (Essential, Advanced, Premium tiers) | ✓ Social networks, Google Drive, Canva, Zapier, Looker Studio |
| Data export to BI tools | ✓ Transfer to BigQuery and Looker Studio (Max plan) | ✓ Looker Studio connector for dashboards |
| API access | ✓ Public API on Max plan | ✓ API access on Advanced plans |
| Automation integrations (Zapier) | ✗ Not specified | ✓ Zapier and Make for workflows |
Collaboration & Agency Features
| Feature | Whatagraph | Metricool |
|---|---|---|
| Unlimited users | ✓ Unlimited users and reports on all plans | ✓ Unlimited team access on Advanced plans |
| White-label customization | ✓ Custom domains and branding for agencies | ✓ Customizable report templates, role-based access |
| Multi-brand support | ✓ Source groups for cross-brand aggregation | ✓ Up to 50+ brands on Custom plans |
| Approval workflows | ✗ Not supported | ✓ Post approval system for teams |
| SSO and enterprise security | ✓ SSO/SAML on Max plan | ✗ Role-based permissions, but no SSO mentioned |
Pricing Comparison
Whatagraph starts at 199€/month (with a Free plan for basics), emphasizing credit-based scaling for data connections, while Metricool offers a generous Free plan and starts at €18/month for paid tiers, focusing on brand limits. Whatagraph's pricing suits reporting-heavy teams, while Metricool provides better entry-level value for social management.
Whatagraph
Free
Free
Testing basic reporting
- Basic reporting with limited source credits
- Access to Whatagraph IQ core capabilities
- Essential integrations for key marketing platforms
- Unlimited users and unlimited reports
- Live chat support
Start
199€/month
Small teams starting with reporting
- All features from Free plan
- Increased number of source credits for connected accounts
- Essential and some Advanced integrations
- Pre-made transformations for common use cases
- Pre-made report themes and automated email reports
- Unlimited users and unlimited reports
Boost
499€/month
Growing agencies needing advanced features
- All features from Start plan
- More source credits for growing teams and agencies
- Advanced integrations and transformations
- Custom metrics, dimensions, and source tags
- Custom aggregations, source groups, and blends
- Enhanced branding and white-label options
- Performance monitoring across countries, brands, and segments
- Goals and alerts for key KPIs
- Dedicated Customer Success Manager with tailored onboarding
Max
Custom
Large enterprises
- All features from Boost plan
- Highest tier of source credits for large organizations
- Premium integrations and advanced data destinations
- Whatagraph IQ+ with custom prompts and advanced dimension creation
- Transfer to BigQuery and Looker Studio at scale
- Single Sign-On (SSO/SAML) and public API access
- Priority support with tailored onboarding and success planning
- Enterprise-grade governance and security options
Metricool
Free
$0/month
Solo users or testing
- Management of all social media accounts for 1 brand (excluding LinkedIn and Twitter/X)
- Planning up to 50 pieces of content per month
- Analysis of 5 competitor profiles
- Access to analytics with 3 months of historical data
- AI Social Media Assistant with 5 credits per brand per month
- Connection of 1 profile per supported social network and web/blog
- Basic planner with best times and social calendar
- Basic SmartLinks and web/blog real-time analytics
Starter (up to 5 brands)
$18/month
Small teams managing few brands
- Management of all social media accounts for up to 5 brands (excluding Twitter/X without add-on)
- Unlimited* scheduled posts per month, subject to fair use policy
- LinkedIn connection for personal and company profiles
- Access to Twitter/X via paid add-on per account
- Analysis of up to 100 competitor profiles
- Downloadable reports in PDF and PPT formats
- Multiple SmartLinks link-in-bio pages with analytics
- AI Social Media Assistant with 20 credits per brand per month
- Analytics with unlimited historical data (except X/Twitter limits)
- Google Drive and Canva integrations
Starter (up to 10 brands)
$31/month
Mid-sized teams
- All features of Starter (up to 5 brands)
- Management of all social media accounts for up to 10 brands (excluding Twitter/X without add-on)
- Unlimited* scheduled posts per month across brands
- Extended capacity for competitor analysis and reporting
Advanced (up to 15 brands)
$45/month
Agencies with collaboration needs
- All features of Starter plans
- Management of all social media accounts for up to 15 brands (excluding Twitter/X without add-on)
- Unlimited team and client access
- Role-based permissions and brand-level access control
- Post approval system for client and internal workflows
- Customizable templates for reports
- Looker Studio connector for advanced reporting dashboards
- Zapier and Make integrations for workflow automation
- MCP AI connection and enhanced AI features
- API access for custom integrations
Advanced (up to 25 brands)
$72/month
Larger agencies
- All features of Advanced (up to 15 brands)
- Management of all social media accounts for up to 25 brands (excluding Twitter/X without add-on)
- Higher capacity for multi-brand analytics and reporting
Advanced (up to 50 brands)
$139/month
Enterprise-level management
- All features of Advanced (up to 25 brands)
- Management of all social media accounts for up to 50 brands (excluding Twitter/X without add-on)
- Scalable collaboration for larger agencies and in-house teams
Custom (50+ brands)
Custom
Large organizations
- All features of the Advanced plan
- Management of more than 50 brands with custom limits
- Custom number of brands and publication limits
- Integration capabilities tailored to enterprise needs
- Priority support and onboarding options
- Full access to Looker Studio connector, API, and automation integrations
Feature Deep Dive
Reporting & Analytics Capabilities
Whatagraph
Strengths
- AI-powered Whatagraph IQ for instant report creation, summaries, and chat Q&A
- Single source of truth for 50+ marketing channels with custom transformations
- Source credits for managing multiple accounts, groups for cross-brand aggregation
- Pre-made themes, automated PDF emails, white-label customization
- Performance dashboards with goals, alerts, and global monitoring
Workflow
Connect data sources → Transform and aggregate data → Generate AI reports → Deliver branded PDFs
Metricool
Strengths
- Social-specific analytics for engagement, Reels, hashtags, competitors (up to 100 profiles)
- Unlimited historical data on paid plans, downloadable PDF/PPT/CSV reports
- Looker Studio connector for custom dashboards, customizable templates
- Real-time web/blog analytics, SmartLinks performance tracking
- Competitor benchmarking across social networks
Workflow
Connect social profiles → Schedule and track posts → Analyze performance → Export reports or connect to BI tools
Whatagraph dominates in comprehensive, AI-driven cross-channel reporting with deep data transformations, ideal for marketing intelligence. Metricool offers solid social media analytics focused on publishing performance and competitors but lacks broad channel support and AI depth. Choose Whatagraph for advanced reporting, Metricool for social-specific insights.
Social Media Scheduling & Management
Whatagraph
Strengths
- No direct scheduling, but data integration for post performance analysis
Limitations
- Lacks content planning, publishing, or inbox features
- Focused on post-scheduling analytics, not management
Metricool
Strengths
- Visual drag-and-drop planner with best-time suggestions and unlimited scheduling
- Unified inbox for comments/DMs, post approval workflows
- SmartLinks for bio links, multi-brand support up to 50+
- AI assistant for content ideas, integrations with Canva/Zapier
- Fair use unlimited posts, role-based team access
Limitations
- Twitter/X requires add-on, no full CRM or automation beyond social
Metricool is the clear leader for social media management with full planning, publishing, and engagement tools. Whatagraph has no scheduling capabilities, focusing instead on analytics. For end-to-end social workflows, Metricool wins; for data-driven insights post-publishing, pair with Whatagraph.
AI-Powered Insights
Whatagraph
Strengths
- Whatagraph IQ for AI report creation, plain-language summaries, chat-based Q&A
- Custom prompts and advanced dimensions on higher tiers
- AI layer for instant insights from aggregated data
- Non-technical interface for marketers
Workflow
Query data via chat → Get AI summaries/insights → Generate reports
Metricool
Strengths
- AI Social Media Assistant for content generation and ideas (credit-based)
- Enhanced AI on higher tiers for advanced options
- Best-time suggestions powered by AI
- Integration with MCP AI for content
Limitations
- AI focused on content creation, not deep data analysis
- Limited credits on lower plans
Whatagraph's AI is superior for marketing intelligence, offering chat-based data insights and automated reporting. Metricool's AI aids content creation and scheduling but lacks analytical depth. Whatagraph is better for insights-driven decisions, Metricool for creative assistance.
Integrations & Collaboration
Whatagraph
Strengths
- 50+ marketing integrations (Google Analytics, Facebook Ads, etc.) across tiers
- Unlimited users, source credits for accounts, white-label for agencies
- API, SSO on Max; data export to BigQuery/Looker Studio
- Dedicated support and onboarding
Limitations
- No Zapier-like automation
- Credit system for connections
Metricool
Strengths
- Social platforms, Google Drive, Canva, Adobe Express, Zapier, Make
- Looker Studio connector, API on Advanced; unlimited team access
- Multi-brand workspaces, role-based permissions, approval workflows
- Priority support on Custom
Limitations
- Fewer marketing channel integrations beyond social
- Twitter add-on separate
Whatagraph offers broader marketing integrations for data aggregation, with strong agency white-labeling. Metricool excels in social-specific tools and automation integrations like Zapier, plus robust multi-brand collaboration. Whatagraph for data connectivity, Metricool for social workflows and teams.
Use Case Comparison
Digital Agency Needing Client Reporting
Whatagraph 🏆
Excellent
AI-powered reports, white-label customization, unlimited users, and 50+ integrations perfect for client-ready deliverables across channels.
Best Plan: Boost (499€/month)
Score: 10/10
Metricool
Good
Strong for social reports with customizable templates and multi-brand support, but limited to social data.
Best Plan: Advanced (up to 15 brands, $45/month)
Score: 7/10
Social Media Manager Handling Scheduling
Whatagraph
Poor
No scheduling or publishing tools; analytics-only focus.
Best Plan: Not suitable
Score: 2/10
Metricool 🏆
Excellent
Visual planner, unlimited posts, unified inbox, and AI content assistant streamline daily social management.
Best Plan: Starter (up to 5 brands, $18/month)
Score: 10/10
E-commerce Brand Tracking ROI
Whatagraph 🏆
Excellent
Cross-channel aggregation (paid, organic, email), custom metrics, and AI insights for ROI analysis across platforms.
Best Plan: Start (199€/month)
Score: 9/10
Metricool
Good
Social analytics for ad performance and engagement, but lacks deep multi-channel ROI tools.
Best Plan: Advanced (up to 15 brands, $45/month)
Score: 6/10
In-House Marketing Team Without Analysts
Whatagraph 🏆
Excellent
Intuitive interface, AI for non-technical users, automated reports, and dashboards simplify insights.
Best Plan: Start (199€/month)
Score: 9/10
Metricool
Good
Easy social management and basic analytics, but may overwhelm without reporting depth.
Best Plan: Starter (up to 5 brands, $18/month)
Score: 7/10
Freelance Social Media Manager
Whatagraph
Fair
Useful for reports, but high price and no scheduling make it overkill for solos.
Best Plan: Free (limited)
Score: 4/10
Metricool 🏆
Excellent
Affordable Free/Starter plans, multi-client support, and all-in-one social tools ideal for freelancers.
Best Plan: Starter (up to 5 brands, $18/month)
Score: 9/10
Performance Marketing Team Managing Ads
Whatagraph 🏆
Excellent
Integrations with ad platforms, custom transformations, goals/alerts for KPI tracking across channels.
Best Plan: Boost (499€/month)
Score: 10/10
Metricool
Good
Social ad analytics and scheduling, but limited to social networks.
Best Plan: Advanced (up to 15 brands, $45/month)
Score: 7/10
Small Business Managing Social Channels
Whatagraph
Fair
Overpriced for basic needs; Free plan too limited for ongoing use.
Best Plan: Free
Score: 3/10
Metricool 🏆
Excellent
Free plan for starters, low-cost scaling, integrated planning and analytics for small teams.
Best Plan: Free or Starter ($18/month)
Score: 9/10
Global Business Monitoring Multi-Region
Whatagraph 🏆
Excellent
Cross-country/brand aggregation, advanced monitoring, and enterprise security for large-scale ops.
Best Plan: Max (Custom)
Score: 10/10
Metricool
Good
Multi-brand support, but social-focused without global data depth.
Best Plan: Custom (50+ brands)
Score: 6/10
Agency Managing Multiple Clients
Whatagraph
Good
Unlimited users, white-label reports, but no approval workflows or social scheduling.
Best Plan: Boost (499€/month)
Score: 8/10
Metricool 🏆
Excellent
Multi-brand limits up to 50+, approvals, role-based access, and white-label reports for client management.
Best Plan: Advanced (up to 50 brands, $139/month)
Score: 9/10
Content Creator Planning and Analytics
Whatagraph
Poor
Analytics strong, but no content tools or low-cost entry for creators.
Best Plan: Not suitable
Score: 2/10
Metricool 🏆
Excellent
AI assistant, visual planner, SmartLinks, and free entry point for creators.
Best Plan: Free or Starter ($18/month)
Score: 10/10
Marketing Analyst with Mature Data Stack
Whatagraph 🏆
Good
Integrates well but may overlap with existing BI; strong for visualization.
Best Plan: Start (199€/month)
Score: 7/10
Metricool
Fair
Looker connector helps, but social-only limits broad data use.
Best Plan: Advanced ($45/month)
Score: 5/10
Enterprise with Security Requirements
Whatagraph 🏆
Excellent
SSO, API, governance options on Max plan for secure, scalable use.
Best Plan: Max (Custom)
Score: 9/10
Metricool
Good
Role-based access and priority support, but no SSO mentioned.
Best Plan: Custom
Score: 7/10
Pros and Cons
Whatagraph
Pros
- Purpose-built for marketers with intuitive, non-technical interface
- Powerful AI layer (Whatagraph IQ) for instant reports, summaries, and Q&A
- Strong library of 50+ integrations with marketing platforms
- Unlimited users and reports on all plans, ideal for agencies and teams
- Advanced transformation features for custom metrics and aggregations
- White-label customization and automated delivery for client-facing work
- Enterprise options like SSO, API, and BigQuery export
Cons
- Entry-level paid plan at 199€/month, high for small teams
- Credit-based pricing requires careful planning for many accounts
- Some advanced features locked behind higher tiers
- Potential overlap with existing BI tools for mature data stacks
- No social scheduling or management capabilities
- Public info lacks full details on credit thresholds
Metricool
Pros
- Comprehensive social features: planning, analytics, inbox, SmartLinks, ads
- Generous free-forever plan for testing and small use
- Strong multi-brand support and collaboration on higher plans
- Robust reporting with exports and Looker Studio connector
- Integrated AI assistant to accelerate content creation
- Low starting price ($18/month) with unlimited posts (fair use)
- Zapier/Make integrations for automation, API access
Cons
- Twitter/X requires separate paid add-on per account
- Brand caps and tiered pricing may force upgrades for growth
- No full marketing automation or CRM compared to specialized tools
- Advanced features like API and custom templates on higher tiers
- Interface may overwhelm beginners
- Limited to social data, no deep cross-channel reporting
Final Verdict
Whatagraph and Metricool complement different aspects of marketing workflows. Whatagraph is a specialized AI reporting platform for centralizing and visualizing multi-channel data, automating insights for agencies and teams. Metricool is a versatile social media tool for planning, publishing, and analyzing social performance with strong collaboration features.
Choose Whatagraph if your priority is automated, insightful reporting across marketing channels. Opt for Metricool if social media management, scheduling, and affordable multi-brand tools are essential. For hybrid needs, use Metricool for social execution and Whatagraph for comprehensive analytics.
Overall Scores
Whatagraph
Metricool
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